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Marketing Information

Marketing Information. HSS 3000/5263 Sport Marketing Brian Turner. Characteristics of an Ideal MIS. Centralized Integrated Retrievable data Multiple & simultaneous users Standard questions. General Market Data. Critical trading radius Size of the market Demographics

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Marketing Information

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  1. Marketing Information HSS 3000/5263 Sport Marketing Brian Turner

  2. Characteristics of an Ideal MIS • Centralized • Integrated • Retrievable data • Multiple & simultaneous users • Standard questions

  3. General Market Data • Critical trading radius • Size of the market • Demographics • Purchase behaviors and consumption patterns • Level of spectatorship/participation • Future trends

  4. Individual Consumers • Names, addresses, phone numbers • Frequency of purchase/attendance, use of product & quantity of product purchases, dates of purchasing/attendance • Method of payment, location of purchase, and lead time • Media utilized/source of awareness

  5. Data on Competitors • Organization offering similar products or services whose critical trading radius overlaps more than 25% of the marketer’s own trading radius • Price lists, product lines, promotional strategies, & description of services

  6. Defining Marketing Research • “… the systematic process of collecting, analyzing, and reporting information to enhance decision making throughout the strategic sports marketing process.”

  7. Definition of the Problem/Opportunity • Most important step • Research objectives are developed • Research proposal written

  8. Choosing theResearch Design Type • Exploratory Designs • Descriptive Designs • Causal Designs

  9. Identifying DataCollection Techniques • Internal data sources

  10. Identifying DataCollection Techniques • External data sources • Secondary

  11. Identifying DataCollection Techniques • Primary

  12. Identifying DataCollection Techniques • Depth interviews • Focus groups • Projective techniques

  13. Identifying DataCollection Techniques • Surveys & questionnaires • On-site surveys • Mail surveys • Telephone surveys • Computerized surveys • Protocol research • Community intercepts • Internet & web site surveys • Mystery shoppers • Experiments

  14. Designing DataCollection Instruments • Specify information requirements • Decide on administration method • Determine content of questions • Determine form of response • Determine exact wording of questions

  15. Designing DataCollection Instruments • Determine question sequence • Design physical characteristics of questionnaire • Pre-test

  16. Sampling • “… subset of the population of interest from which data is gathered that will estimate some characteristics of the population.”

  17. Sample Size ±5% ±3% ±5% ±3% Pop.95% CL 95% CL 99% CL 99% CL 100 80 92 88 95 500 218 341 250 394 1,000 278 517 399 649 5,000 357 880 586 1,347 10,000 370 965 622 1,557 50,000 382 1,045 655 1,778 100,000 383 1,068 659 1,844 1,000,000 383 1,068 659 1,844

  18. Data Analysis • Excellent software programs

  19. Preparing the Final Report • Know your audience • Be thorough, not overwhelming • Carefully interpret the findings

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